Then again, some Twitter commenters are hypothesizing that Warner Bros. distributed the ad with the intention of getting it pulled, in order to get The Nun some publicity in a saturated horror market.
The footage was flagged by a YouTube user who advised fellow viewers to "look away and/or turn down the volume if you have anxiety or just straight up hate jumpscares, pls rt to save a life".
"This ad violates our shocking content policy and it's no longer running as an ad".
According to its "violent and shocking content in ads" policy, YouTube strives "to avoid offending or shocking users with websites, or apps that are inappropriate for our ad network". YouTube has since removed the ad, though those of you fearless enough can watch it above.
You can watch it here with a forewarning, caution, etc.
YouTube's parent company, Google, has an advertising policy that prohibits "shocking content", and any ad featuring "violent language, gruesome or disgusting imagery, or graphic images or accounts of physical trauma" - plus those "that are likely to shock or scare" - are prohibited.
"If you're even a casual fan of horror movies, you know what a jump scare is", writes Slate.
Some users online complained of seeing the ad late at night or at other inopportune times. Don't forget to subscribe for more exclusive interviews and photos, only in EW.
The Nun stars Oscar-nominated Demian Bichir (A Better Life) as Father Burke, Taissa Farmiga (American Horror Story) as Sister Irene, Jonas Bloquet (Elle) as local villager Frenchie, Charlotte Hope (Game of Thrones) as the abbey's Sister Victoria, Ingrid Bisu (Toni Erdmann) as Sister Oana, and Bonnie Aarons, reprising her Conjuring 2 role as the title character.
The Nun will hit theaters on September 7th.